Classic_Airlines

Running head: CLASSIC AIRLINES AND MARKETING Classic Airlines and Marketing University of Phoenix Marketing MKT571 Heidi Kelley January 24, 2010 Classic Airlines and Marketing Introduction Marketing concepts are used to attract and retain customers.  Marketing is more than just the process of selling a product or service. Marketing is an essential part of business, and without marketing, even the best products and services fail. Classic Airlines appears to be profitable. However, through recent years due to the increase costs and reduced consumer confidence. They have been experiencing a decrease, which has put a strain on the organizations success. Marketing is a key factor to business success. The marketing function consists of the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions. The concept of marketing relies upon marketing research to define market segments, their size, and their needs. In order to make accurate decisions, you have to make sure you have a marketing plan implemented and at the same time try to satisfy, the customer needs. The marketing mix consists of product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. With this group of ingredients, the four P’s are considered the parameters that the marketing managers can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response. (Net MBA, 2002-2007) Classic Airlines faces numerous challenges one being to increase passenger activity. In doing this Classic need to reward its current customers and then entice potential customers. To do this Classic has to develop a marketing plan. The plan must incorporate choosing the target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. (Kotler & Kelly, 2006) The key objective for success is to reconnect with the customers. Strong companies who develop superior capabilities in managing core business processes such as new product realization, inventory management and customer acquisition and retention. By managing these core concepts effectively means creating a marketing network in which the company works closely with all parties in the production and distribution chain, from suppliers of raw materials to retail distributors. Once classic airline develop the market plan not only will they achieve their goal but also they will gain their customers trust. (Kotler, &Keller, 2006) Conclusion In conclusion, to be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. Classic Airlines, like many airline carries have many challenges to confront in an extremely competitive market and tough economic times.   Despite the economy’s financial condition, Class Airlines must emphasize customer value that meets and exceeds customer expectations. References (2002-2007). Marketing Management. Retrieved January 24, 2010, from www.netmba.com Kotler, P., & Keller, K. L. (2006). Marketing Management, Twelfth Edition. Retrieved January 24, 2010, from www.ecampus.phoenix.edu